EP 467 | The Role of a Nurture Sequence in a High-Converting Email Funnel
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If you know email funnels matter, but you’re unsure what to say, what comes next, or how your lead magnet, nurture sequence, and pitch sequence are supposed to work together, a VIP Week is designed to fix that.
During a VIP Week, we audit your lead magnet, then map and write your nurture and pitch sequences as one intentional system—so your emails educate, shift mindsets, and naturally lead to sales without pushy “bro marketing” strategies that no one likes.
You’ve got a lead magnet that people are downloading, but then...crickets? Let’s fix that!
In this Email Empire episode Allison Hardy breaks down the real MVP of your email funnel: the nurture sequence. It’s not about fluff or filler, it’s about helping your email subscriber see their problem differently so they’re primed to buy before you ever pitch.
If you’ve ever felt like your email funnel isn’t selling the way it should, this episode is your behind-the-scenes look at what’s missing, and how to fix it.
TAKEAWAYS:
A nurture sequence isn’t just a warm welcome, it’s a strategic series of emails designed to shift your lead’s mindset and get them ready to buy.
Unlike a welcome sequence, your nurture sequence focuses on your subscriber’s pain points, assumptions, and logical next steps, not on you.
The goal isn’t to sell immediately, but to reveal new layers of their problem so your offer becomes the clear solution.
Allison shares two concrete examples (including her own $80K email template funnel) to show how well-crafted nurture sequences do the heavy lifting before the pitch even hits.
Resources:
Snag 1 of only 12 VIP Weeks available in 2026. If your nurture sequence feels unclear, or you’re not sure what to say, what comes next, or how your emails are supposed to work together, this is exactly what we solve during a VIP Week. Click here to learn more.
Know you need email marketing support, but not sure what offer works best for you? Fill out this form, and Allison will be back in your inbox with a few options that fit you, your business, and your budget best.
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Artist: : Benjamin Tissot
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Transcript:
Hey, hey. Welcome to episode number 467 of the Email Empire Podcast. I'm your host, Alison Hardy. I'm just so happy you're here. Before we dig into today's episode, I have to set the scene for you. Real quick. We've officially been in snow Day Hell here in Northern Virginia, and what that's meant in real life is that a lot of my normal batching rhythms got thrown off when I changed the name of the podcast and shifted its focus, a big chunk of.
My energy had to go into like remarketing the show in the past. I've always recorded a few weeks ahead, like three four, but between that shift and my kids being home all week, this episode was coming out a day later. The end normal, not objectively a big deal,
But it did shine a light on something interesting in my business. The systems, or in this case, the lack of systems that show up when life life's a little harder than expected. And that saying something, considering how systems based my business already is. So if you're in snow day survival mode, like me right now.
Ophelia, and same. Okay, so enough about the snow. Let's get into the actual episode. What we're talking about today is nurture sequences and more specifically, what actually belongs inside of them, because nurture sequences are one of the most powerful sales tools you have. They're also one of the most misunderstood and overlooked part of an email funnel.
So before we go any further, let's define what a nurture sequence actually is and where it lives inside of your email funnel. A nurture sequence is a series of automated emails that fires after someone downloads your lead magnet. Its job is not to pitch your program or convince your lead that it's right for them.
What its job is, is to help someone think differently about the pain point that they have and what it will actually take to solve it. It comes after your lead magnet and before your pitch. Nurture sequences are different from welcome sequences. I know a lot of you have probably heard of those. Welcome sequences from my experience are primarily about you, who you are as a business owner, what you do as a business owner while you are credible as a business owner.
Nurture sequences are different in that they are about the subscriber, their context, their objectives, their assumptions, their logical next step.
And yes, I will say it. I think that nurture sequences are far more effective than welcome sequences when it comes to sales. So now that we're clear on what a nurture sequence is, let's talk about. It's singular goal. The goal of the nurture sequence is to prime the lead, to buy through the content that you share inside of it.
Your lead magnet starts this process by attracting the right people, but the gap between, oh, this is helpful and I am ready to pay you. Some of my hard earned cash is filled in by the nurture sequence, and I have a philosophy that I come back to again and again when I think about nurture sequences. Okay.
Every time a pain point is resolved, another one is revealed. And so that's my perspective when I go into teaching and writing nurture sequences. So someone downloads your lead magnet. They apply what it teaches, they solve that initial problem. And once that problem is solved, usually a new deeper problem becomes visible and very apparent for this person.
Each email in your nurture sequence. Continues that conversation until the most logical next step is enrolling in your program, your course, your membership, your digital product, your group coaching program, whatever. It's a good strategically designed nurture sequence, builds on itself and keeps your lead engaged.
So let's make this concrete with a few examples. First, starting with my own business. So my lead magnet is the $80,000 email template. It is a single email from my pitch sequence that produced $80,000 in sales last year. Now. So that email works for two reasons. Number one, it's a strong email. Number two, it works because it's a part of a larger system.
So my nurture sequence zooms out and talks about that larger system, and it walks people through that email pitch sequence. So each nurture sequence, email spotlights one piece of the pitch sequence and explains why it exists and what role it plays. So by the time someone finishes that nurture sequence, the new pain point becomes obvious.
One email is not enough. You need the emails that come before the pitch. You need the follow up and the re-engagement emails for people who didn't buy. You need sequences that support different buyer types. In other words, the nurture sequence is already done. The selling. It's very clear what the pain point is, and the pitch sequence simply formalizes that decision.
So let's talk about another example from one of my clients. So this client's lead magnet is for blueprints for creating a minimalist playroom. As you can imagine, the word a minimalist and playroom don't naturally go together in most people's brains. So our nurture sequence does the heavy lifting of addressing that.
Attention. So inside her nurture sequence, she walks her subscribers through number one, the practicality behind minimalist playrooms, and she shares research, which is always super helpful. Number two, how to get the entire family on board with this idea. Number three, how to handle holidays and the influx.
Of toys and number four minor step-by-step implementation. So she calls these getting started tips because she teaches the entire implementation system in her course. And so we don't wanna invalidate her the need for her course inside of her nurture sequence. So they're little minor snippets. So by the time someone reaches her pitch sequence.
The objections are already handled. The course feels like support, not persuasion, and in both of these examples, the nurture sequence is doing the real selling.
The pitch sequence doesn't introduce a new idea. It confirms a conclusion the subscriber has already reached. I genuinely believe that your nurture sequence sells your program. The pitch sequence just makes it official. And this is exactly why I don't offer one-off pitch sequences anymore, because if you're a lead magnet, your nurture sequence and your pitch sequence aren't designed together, the system breaks and your emails end up totally tanking.
So that's why I now work with clients through a VIP week. So during VIP weeks, we zoom out and we look at the entire email funnel. We first start with a lead magnet audit to make sure that the right people are actually entering your ecosystem in the first place. Then I map and I write out your nurture sequence and your pitch sequence.
So all three of those components, the lead magnet, nurture sequence, and pitch sequence, act as one intentional system. So I build your email funnel where each piece prepares for the next step. So by the time that pitch enters into the chat, the decision. Already feels clear for your lead. So if you've ever found yourself staring at a blank screen wondering what to say, what comes next, or how this is all supposed to fit together, this is exactly what we solve inside my VIP week.
I have 12 of them available for 2026.
You can learn more about the VIP week and see if it's a good fit for you through the link in the show notes.
Thank you so much for listening to this episode of Email Empire. I will see you next week.
